New name for John Lewis Peterborough and Waitrose

For the first time in its 154 year history, the Partners of both have been included in the brand names.

It means the John Lewis Peterborough shop will become John Lewis Peterborough & Partners while Waitrose will be known as Waitrose & Partners.

The company says the move seeks to highlight its Partnership business model and culture which makes the business different from its rivals.

Kate Broadhurst, head of branch at John Lewis & Partners Peterborough, said: “Our Partnership business model and the inherent strength of our Partners really sets us apart.

“That’s why the change to our visual identity this week puts Partners back at the heart of everything we do.

“This move not only reflects the business we have become but more importantly, the business we want to be.”

John Lewis customers in Peterborough will see newly designed bags, in-store displays and new delivery lorries and vans and a new look on johnlewis.com and the retailer’s app.

The launch of the new identity is supported by the first joint John Lewis & Partners and Waitrose & Partners national marketing campaign.

It is the biggest campaign for both brands outside Christmas and seeks to highlight the stories and skills of more than 100 real partners from across both businesses.

The rebranding will be carried out nationally over the next five years.

And John Lewis & Partners’ largest own brand womenswear collection of 300 designs, which was created in-house and carries the new name John Lewis & Partners went on sale and is now available in the Peterborough shop.

The retailer has also launched its first own-brand gifting collection called ‘Find Keep Give’ in all shops and online.